Everything That Rises Must Converge

I was reading an old magazine article, and this title caught my eye. This title came from a gallery show at the Massachusetts Museum of Contemporary Art (MassMoCA) featuring sculptural artist, Petah Coyne. Not only are the pieces breathtaking, the theme is true for everything that is in motion. In today’s world, that is Social Media. Social Media is rising, and will continue to rise – it will converge with other forms of media. It’s happening already – look at the SuperBowl, they have their own Social Media Command Center. They are offering advertising plans for both TV and Social Media PPC. It’s in Print Ads too through the use of QR Codes and icons inviting people to Like them on Facebook or Follow on Twitter.

In 2009, Pepsi sat out the Super Bowl and opted for a Social Media Campaign to give away millions of dollars in grant money for local businesses and non-profits. Fans could go to their website or Facebook page and give ideas to apply for the grants and/or vote on their favorites.

While there have been instances of the sole use of social media in a company’s marketing plan, and much success was had; it is still shown that for the majority of businesses out there social media works best when it converges with the other media venues. This gives your business a holistic approach to your marketing, spreading your message across the venues to the masses. Convergence is an idea that’s important to understand because social media, like print or TV or Radio, can only work solo for a period of time. Once it rises high enough there won’t be anywhere to go except to move outward and into the other venues. How many companies truly have only one venue in their strategy? Not many; the ones who do have the resources to pour into it to make it successful, because they have to. If that strategy fails, their whole marketing plan fails.

Pepsi showed once again that Social Media and Traditional marketing can and should work to gain customer engagement by inviting their consumers and fans to creat their own Pepsi Ads and submit them to the company for a chance to win prizes totalling $5 million dollars.

If you think social media is a stand alone component of your marketing strategy, you could be missing out on other opportunities to reach your audience. Convergence will take your marketing to the next level giving your message new outlets. Just some food for thought that no single venue should be seen as the only venue for your business’ marketing plan. Be aware of the convergence factor, work with it to see success in your marketing strategy. Print may be dying, but it’s not dead yet – there is a time and a place for each venue; they can, and they do, work better together.

Copyright 2012 – Webizing LLC

About Webizing LLC:

Founded in 2009 by Tamara MacDuff, Webizing LLC specializes in marketing strategies & social media management for small businesses. With over 20 years experience in small business, specifically the funeral industry, and strong strategic partnerships, she is building Webizing LLC into a premier marketing/social media firm for small businesses – specializing in funeral home social media. To Contact Tamara for a consult for your business – info@webizing.com